基于TripAdvisor网站旅游线路的广州目的地形象研究

The destination image of Guangzhou:A content analysis of the tourist routeson tripAdvisor

本研究以TripAdvisor英文网站“广州游”线路为例,采用内容分析法,从旅游吸引物类型、景点网络结构和线路推介主题三方面,探讨在线旅游代理商面向外国游客投射的广州目的地形象。研究发现,线路产品中的旅游吸引物以历史文化类居多(占52.8%);在旅游线路网络中处于核心位置的也是历史文化类景点;线路推介内容包括5个主题,按重要性依次是“old”“Guangzhou”“history”“largest”和“shopping”。在线旅游代理商既通过历史文化类吸引物向国外游客投射“老广州”形象;与此同时又以都市环境和休闲娱乐类吸引物为基础塑造“新广州”形象。尽管线路设计和推介信息中包含美食和购物元素,但这两类被国内游客广泛认可的形象要素,在面向外国游客的投射形象中并不突出。

Based on a content analysis of the“Guangzhou Tour”route on TripAdvisor,this study examines the destination image of Guangzhou projected by online travel agents from threeaspects,that is the types of tourist attractions,the structure of tourist routes network,and the themes of route introductions.It is found that historical and cultural attractions are the majority of the tourist routes(accounting for 52.8%),and lie at the core of the tourist routes network.Fivethemeshaveemergedinthe routes introductions,whichare“old”,“Guangzhou”,“history”,“largest”and“shopping”in order of importance.The online travel agents project Guangzhou as an old city“Canton”basedon historical and cultural attractions.Meanwhile,they also shape the image of“New Guangzhou”on the basis of urban environment,leisure and entertainment attractions.Thefoodandshopping images of Guangzhou,which were widely recognized by domestic tourists,are not prominent in the projected image for foreign tourists.